2012 POSSCON Changing the Face of Identity in Ecommerce
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Transcript of 2012 POSSCON Changing the Face of Identity in Ecommerce
In Ecommerce
Changing the Face of Open Identity
Jonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: [email protected]: github.com/jcleblanc
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The Gist of This Talk
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The Gist of This Talk: PayPal Access
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The Gist of This Talk: PayPal Access
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The Gist of This Talk: PayPal Access
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What is user identity?
How can you use grouping to personalize?
How do you pick the right identity tool?
How does PayPal Access help?
What We’re Going to Cover
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What is user identity?
How can you use grouping to personalize?
How do you pick the right identity tool?
How does PayPal Access help?
What We’re Going to Cover
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Identity: It’s Not Facebook
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Identity: It’s Not BrowserID
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Identity: It’s Not Even PayPal
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Identity: Login is Just the Tool
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Identity: It’s Human Behavior
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Are you tracking what a user is viewing?
Are you categorizing your users?
Are you incentivizing your users?
Identity: Statistics From User Browsing Data
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Identity: The Different Identity Models
Anonymous Identity
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Identity: The Different Identity Models
Perceived Identity
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Identity: The Different Identity Models
True (Verified) Identity
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What Have We Learned Thus Far?
Identity is more than just a login
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What is user identity?
How can you use grouping to personalize?
How do you pick the right identity tool?
How does PayPal Access help?
What We’re Going to Cover
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Grouping: Users Get Confused
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Grouping: Find People With Like Interests
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Grouping: Recommended Products
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What Have We Learned Thus Far?
Identity is more than just a login
Grouping provides insight into users
http://www.x.com http://slidesha.re/posscon_identity
What is user identity?
How can you use grouping to personalize?
How do you pick the right identity tool?
How does PayPal Access help?
What We’re Going to Cover
http://www.x.com http://slidesha.re/posscon_identity
Identity Tools: Proprietary or Open?
23 % of customers abandoned carts when asked to register. (Forrester)
45 % left a site when they couldn’t remember their password. (Blue Inc)
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Identity Tools: It’s Simpler Than You Think
What kind of raw user data do you need?
In what ways do you want to personalize your product with identity?
Do you sell anything?
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Identity Tools: Selling Goods
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Identity Tools: Selling Goods
Graph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg)
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Identity Tools: Raw User Data
{ "addresses":[{ "state":"CA”, "street1":"1339 moonlight way”, "city":"New York", "zip":"92345” }], "emails”:["[email protected]"], "firstName":"John", "lastName":"Smith", "telephoneNumber":"2123935554”}
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Identity Tools: Personalization
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What Have We Learned Thus Far?
Identity is more than just a login
Grouping provides insight into users
The right tool should work for your needs
http://www.x.com http://slidesha.re/posscon_identity
What is user identity?
How can you use grouping to personalize?
How do you pick the right identity tool?
How does PayPal Access help?
What We’re Going to Cover
http://www.x.com http://slidesha.re/posscon_identity
PayPal Access: The Core Principals
Identity is more than just a login
Grouping provides insight into users
The right tool should work for your needs
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• Create an application at devportal.x.com.
• Forward the user to PayPal to authenticate.
• Exchange the response code for an access token.
• Use the access token to collect user data.
PayPal Access: Implementation Example
PayPal Access: The Common Code
<?phpdefine('KEY', 'YOUR APPLICATION ID');define('SECRET', 'YOUR APPLICATION SECRET');
define('CALLBACK_URL', 'YOUR CALLBACK PATH - TO COMPLETE.PHP');define('AUTH_ENDPOINT', 'https://identity.x.com/xidentity/resources/authorize');define('TOKEN_ENDPOINT', 'https://identity.x.com/xidentity/oauthtokenservice');define('USER_ENDPOINT', 'https://identity.x.com/xidentity/resources/profile/me');
function run_curl($url, $method = 'GET', $postvals = null){ ... }?>
PayPal Access: Forwarding for Login
<?phprequire_once "common.php";
$auth_url = sprintf( "%s?scope=%s&response_type=code&redirect_uri=%s&client_id=%s", AUTHORIZATION_ENDPOINT, urlencode("https://identity.x.com/xidentity/resources/profile/me"), urlencode(CALLBACK_URL), KEY);
//forward user to PayPal auth pageheader("Location: $auth_url");?>
PayPal Access: Obtaining the Access Token
<?phprequire_once "common.php";
//capture code from auth$code = $_GET["code"];
//construct POST object for access token fetch request$postvals = sprintf("client_id=%s&client_secret=%s&grant_type=authorization_code&code=%s&redirect_uri=%s", KEY, SECRET, $code, urlencode(CALLBACK_URL));
//get JSON access token object$token = json_decode(run_curl(ACCESS_TOKEN_ENDPOINT, 'POST', $postvals));
PayPal Access: Using the Access Token
//construct URI to fetch profile information for current user$profile_url = sprintf("%s?oauth_token=%s", PROFILE_ENDPOINT, $token->access_token);
//fetch profile of current user$profile = run_curl($profile_url);
var_dump($profile);?>
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Verified AccountLanguageFirst NameLast NameFull NameEmails
PayPal Access: The Raw Data
AddressesTelephone NumberDate of BirthTime zoneGender
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PayPal Access: Using the Raw Data
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PayPal Access: Using the Raw Data
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PayPal Access: The Data Sources
TransactionRecency
TransactionFrequency
Activity Class
Average Spent
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Seamless Checkout Simplification
User is already known – no login needed.
Simplified checkout with a single review step.
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Extending Identity with Recommendations
Recommended Products
SimilarProducts
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Group Dynamics with Prospect Scores
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In The End…
Data should help, not hinder
Identity should help extend your business
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Looking for Partners
Early Access to alpha release products
Direct support from evangelism & engineering
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Thanks For Joining Me!
Jonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: [email protected]: github.com/jcleblanc